My kids love it and it's worry-free.

This is the only toothpaste all of my kids love. I also really appreciate that it's fluoride-free, as it still works (no cavities) yet I don't have to worry about them swallowing it! The only problem is that my three-year-old wants to eat it from the tube.... ;-)

kids love this, teeth don't

have recently decided to buy the fluoride version as this version is yummy and mild for kids but doesn't seem to protect teeth very much at all
forced to use it personally a couple times…..no it's really very kid friendly
i'd say perhaps they could make it a little stronger, help transition kids from kiddy toothpastes to adult ones